Case #2 - master class “Methodologist of online courses”
PRODUCT
Client - Ksenia Zlotnikova, head of Metodist.online agency.
The main product was the online course "Academy of Methodology".
The free first step in the funnel was a master class "How to become a methodologist of online courses".
TASK
In January 2021, a client asked to test advertising for a free master class.
PROGRESS
Having spent 480$ on tests for 11.01-14.02.2021, we received 333 registrations for 1,44$, but did not receive any application for the course. The advertising account was also banned.
After analyzing the feedback from those who watched the master class, the client decided to pause campaign and improve the product.
In March 2021, the client completely redesigned the master class, the paid course and the whole funnel. I prepared 5 new advertising accounts and a backup business manager to keep the single common Facebook Pixel.
On April 1, 2021, in cooperation with the designer, we prepared new banners and I run a new test campaign:
Test results from 01.04.21 tо 30.04.21:
- total spent - 1428,70$
- received - 416 registrations, 31 applications and 6 payments
- cost per lead - 3,43$
Although the registration price this time was 2 times more expensive than in January-February, but we finally got a good payback to begin with:
We decided to continue working with this product and funnel, scaling the best ads and testing new hypotheses in parallel.
RESULT
I worked on the project from 11.01.2021 to 04.03.2022
General indicators of the advertising campaign:
- total spent - 37 897,33$
- received - 8920 registrations, 681 applications and 288 payments
- cost per lead - 4,25$
- revenue - 139 563$
- ROAS - 368,3%
In addition to direct advertising for a free master class, I also run retarget and advertising on various leadmagnets.
Also, about 5000$ was spent on tripwires, testing new funnels, traffic to the personal instagram account of the expert, advertising the online conference "Open Methodology", which took place on 02/19/2022
Screenshots of the analytics table:
Screenshots from advertising accounts:
